If you’re highly optimized website ranked at or near the top for your primary key words/phrases, would you be interested in advertising (via PPC) on those same keywords?
Sounds like a crazy question, right? I mean why would you bother paying for a click that would have come to you anyway?
Well, according to this Microsoft adCenter follow up blog post to the SES San Jose conference, showing up in both organic AND paid results can highten your prospect’s intent to buy your product. In other words, the two “channels” can work together to provide better results than either alone. In fact, you can increase brand association by 16% if the top search ad and the top organic listing are from the same brand.
What do you think? Would you be willing to buy the PPC cow if you were already drinking the free milk of organic search results?